MINI at the NAIAS Detroit 2010.

The joy of motoring has a future – and MINI presents this great future in  a thrilling range of models. 

MINI is showcasing various visions for individual mobility in the world of tomorrow at the 2010 North American International Auto Show (NAIAS) in Detroit. The MINI Beachcomber Concept, for example, whets the appetite of the connoisseur and enthusiast for the fun moments in life. Radically open, it offers yet a further outlook at a future model from MINI. Four seats each with their own door, overall length of more than four metres or 158", as well as four-wheel drive – these highlights characterise this new interpretation of that unique MINI feeling.

The MINI E, in turn, stands for ultra-clean and efficient driving qualities of  the future in the spirit of sustained mobility. In a field test which started in  the USA and now is also being conducted at various locations in Europe, the MINI E presents the potentials of all-electric motoring absolutely free of CO2  in everyday traffic.

Over and above these highlights for the future, the current MINI range enlarged once again in the 2010 model year is making a truly innovative, versatile  and up-to-date appearance at the 2010 NAIAS. The MINI, MINI Clubman, and the new MINI Convertible stand out from all the others in Detroit from  16–24 January 2010 as a model family with individual highlights and different character from one model to the other, further enhanced by a wide range of engines and equipment options. One example is that the open-air model in the brand only introduced last year will also be available in the North American  car markets as the MINI Cooper Convertible, the MINI Cooper S Convertible, and the MINI John Cooper Works Convertible. 

Apart from highly expressive and powerful design, the agility typical of the brand, unique premium quality and a wide range of customisation options, exemplary fuel efficiency is the most important feature shared by all models in the MINI range. All current models benefit from the technologies introduced as part of the MINIMALISM philosophy to reduce both fuel consumption and emissions. And since the optimisation of efficiency does not mean giving up driving pleasure, MINI offers a particularly attractive range of models also meeting the growing awareness for superior sustainability and economy. 

MINI consistently continuing its initiative in the US automobile market.

With this young, versatile and up-to-date range of models, MINI is continuing its successful initiative in the US automobile market also in the year 2010. Also because the USA remains the world’s single largest market for MINI, the  brand will continue to consistently expand its dealer network in the USA in 2010, maintaining its policy of long-term expansion. So for the first time this year the MINI dealer network in the United States will comprise more than 100 dealers from coast to coast.

The MINI Beachcomber Concept: a fascinating outlook at a new concept.

The development of the MINI model family also shows a clear-cut pattern  of ongoing growth. MINI has already announced the introduction of a further model in fall 2010, a Crossover offering ideal qualities to enjoy the driving pleasure, style and character so typical of MINI also beyond the confines of urban mobility.

With its unusually variable interior, four doors and four seats, and with newly developed four-wheel drive, the fourth model in the range successfully reaches new target groups. And through its sophisticated drivetrain and suspension technology, the new model also offers all the agile handling and performance again so typical of a MINI.

The MINI Beachcomber Concept presented at the 2010 NAIAS sets the foundation for the new model destined to enter the market in the not too distant future. Focusing consistently on the joy of motoring, the concept model clearly demonstrates the outstanding potential of the new car, carrying forward  classic features of the radically open Mini Moke from the 1960s to a modern concept most appropriate for today’s world. The innovative character of  the MINI Beachcomber Concept is therefore borne out by the extreme pleasure of open-air motoring and driving pleasure also beyond the beaten track.

MINI E: MINI drivers in the USA pioneering the path to CO2-free mobility.

The MINI E also offers a new and future-oriented rendition of those character-istics so typical of MINI, its electric motor delivering maximum output of  150 kW/204 hp and fed by a lithium-ion battery enabling the MINI E to accelerate from a standstill to 100 km/h or 62 mph in just 8.5 seconds and offering  a maximum cruising range of 250 kilometres/150 miles. 

The brand’s first all-electric car built in a small series of 600 units is pioneering the development of alternative drive concepts within the BMW Group on its  way to CO2-free mobility. 

Drivers of the MINI E, gaining thorough experience with electro-mobility in everyday traffic in the US states of California, New York and New Jersey, are also contributing to this pioneering development. In the context of project i, the BMW Group is indeed developing innovative vehicle concepts for densely populated urban areas, also using their knowledge on all-electric drive  systems and their practical use gained, inter alia, through and with the MINI E.

Making a clear statement at the 2010 NAIAS, MINI is entering an important year full of highlights also in the US car market. The enlargement of the model range and the expansion of the dealer network set ideal perspectives for continuing MINI’s story of success in the USA. The models and concepts presented at the NAIAS by MINI offer an exciting outlook into the near and medium-term future of the brand.

The Detroit Auto Show, as it is commonly called, held for the first time in  1907 and therefore rich in tradition, is acknowledged as the most significant annual event of its kind on the American continent. Last year, for example,  the organisers and more than 100 exhibitors from all over the world were able  to welcome more than 650,000 visitors to Detroit.